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Topic : STP + Marketing Mix
Product : Watch
Company : Tag Heuer
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TAG HEUER
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STP
REQUIREMENTS FOR
EFFECTIVE SEGMENTATION
Measurable Accessible
Substantial
Differentiable
Actionable
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Segmentation
GEOGRAPHIC SEGMENTATION Cities : Bombay, Delhi & BangalorePune - pallazio watch showroom
Pune central mall, Shop one
Size : population of 10 lakhs & above
Density : urban crowd
DEMOGRAPHIC SEGMENTATION Age : 25 55 years
Gender : male, female
Occupation : Builders, IT professionals,Businessmen
Education : graduates, postgraduates
Nationality : Indians & NRIs, foreigners
Generation : Gen X, Gen Y
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PSYCHOGRAPHIC Social Class : upper middle class &
upper class
Lifestyle : achievers
(successful businessmen,& IT professionals)
Personality : ambitious
BEHAVIORAL Occasions : regular & special
Benefits : design & quality
User status : potential & regular users Loyalty status : strong & absolute
Readiness stage : intending to buy desirous,interested
Attitude towards : highly enthusiastic
product buyers
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Targeting
NICHE MARKETING
The community targeted for this product is a well defined set of
dedicated buyers who have a desire to buy TAG HEUER. This ismainly concentrated towards the upper middle class & the high
class community thus forming a niche market.
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Positioning
1. Pure, lines, strong design, the emblematic bracelet the
ultimate expression of sports & elegance.
2. Sports & outdoor: The daringness of a design developed with
the action of the mind
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MARKETING MIX
PRODUCT- Variety : Men's range:
Sports collection (fast moving)
Professional collection
Women's range:
Party wear range (diamond studded)Casual range
- Services : 1 main service center
- Quality : High caliber watches, doesnot function on batteries
- Design : Simple & unique design with classy
finishing that differentiates it from itsclose competitor brand omega
- Brand name : Prestigious range - rolex, pierre cardin
Medium range - tag heuer, omega
Economy range - swatch
- Packaging : simple classy packaging
http://en.wikipedia.org/wiki/Pierre_Cardinhttp://en.wikipedia.org/wiki/Pierre_Cardin -
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PRICEList price- Ranges from 30,000 to 2, 16,000
- Based on caliber of watches (accuracy of watch)
- Change in pricing policy does not affect sales to a
large extent because the brand name plays an
important role here.
PLACE Channels : Dealers with consistent flow
of customers forTagheuer.
Eg. Pundol and Phoenix mall
-- Coverage : major metros & developedcities
Locations :Camp, Nagar Road
Inventory : Limited inventory to suit thesales % - 6 to 8 watches/month
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PROMOTION Advertising
Promotes itself as a major sports brand using celebrities like Tiger Woods,
Juan Pablo Montoya.(Car race driver) Uses top celebrities as brand ambassadors this also contributing to a large
part of advertising.
E.g.Shahrukh Khan, Priyanka Chopra, Sushmita Sen, Uma Thurman,Brad Pitt, Dicaprio
Locally advertising through print media like magazines & hoardings.
Limited promotional policies to target a particular sector of people.
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Tiger Woods Juan Pablo MontoyaGolf player Race car driver
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Cameron Diaz
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Uma Thurman Brad Pitt
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CONCLUSION
TAGHEUER stands out for its unique design & brand name &this is successfully achieved through its high quality & powerfulmarketing strategies.
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Presentation by Students
9thsession : Students presentations.
(tentatively 06 August 2012)
5 groups to give presentationLater (12 th session) 5 groups will give
presentation on Real Estate Marketing
10th session will be the Class Test
of 10 marks (13 August 2012)
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Suggested topics for
presentations by students1) Societal marketing , examples , can also include Nokia recycling mobile phones
2) CRM
3) STP + Marketing Mix, of any product / service(motorcycle, car, mobile phone instrument or service, soap, toothpaste,pen,detergents, airlines / etc./ Nicmar, )2-3 groups can give presentation on the topic but on different products
4) Marketing Plan : any product (Refer page 52 and Appendix A, PoM, Kotler &
Armstrong, 12th edition )5) Social marketing
6) Brand ambassadors
7) Creative ads
8) Unforgettable advertisements
9) Emotional appeal in ads : Love, pride, joy, humour
10) Product placement
11) Funny advertisements
12) Effie awards
13) Ad wars
14) Marketing Research : any product , say toothpaste / soap/ mobile (meet 50students in your section with a questionnaire)
15) What is Quality ? ( Take example of a Consumer durable like a car)
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Guidelines for
Presentations by students1) Each group will have 5 students
2) Each group to give presentations in
Power Point , using LCD projector.
3) All the members of the group shall give
presentation
4) Each presentation will last for 12 minutes and
remaining 2 minutes for Question Answers
5) Presentation will carry 10 marks.
6) Note : A picture speaks more than a thousand
words